“We saw it, and we were like, ‘Oh.'” explains CEO John Borthwick. “It wasn’t, ‘Oh my god, I hate that, that’s terrible!’ It was, “Oh, what is that?” The logo wasn’t an ode to a basic geometric shape, ...

A logo is not a graphic. It’s a rallying point. I treat it like a symbol people can believe in, not just recognize. That’s ...

Much has already been said about the Whitney Museum’s new graphic identity. Rolled out May 21, the spindly zigzag design has been both praised for its modernity and criticized for its simplicity.

With 2024 dominated by sleek aesthetics, the ‘demure’ trend and fast-paced consumer attention spans, brands across industries have been leaning towards minimalism. This shift toward simplicity is more ...

“Simple” logos are the most memorable, while consumers are more like to react negatively to identities that are new or that they don’t recognise, according to new research. For its Logos Now report, ...

One of the best ways to attract and engage customers is with a solid, understandable logo. Logos are the shorthand version of a company's message to customers—a simple way to share the company's ...

“Simple” logos are the most memorable, while consumers are more like to react negatively to identities that are new or that they don’t recognise, according to new research. For its Logos Now report, ...